When you think of the term influencer, a certain person or even a specific person may come to mind. For example, you may think only of the application of social media influencer, but the definition can be more expansive than that. The term itself refers to anyone who is able to influence others. It could be argued, then, that influences have likely existed since the advent of goods and services being exchanged. In this Discussion, you will consider the role of an influencer in promoting a brand to you or to someone you know.
To prepare for this Discussion:
Consider an experience with a brand that you or someone you are close to discovered specifically through an influencer. (Note: This could refer to any type of marketing, whether on social media or elsewhere.) It can be a product or service that you or someone you know purchased, used, or simply gained an awareness of, as long as you or someone you know would never have known about it without the influencer’s endorsement.
Post an analysis of the role of influencers in marketing, to include the following:
Briefly describe your experience (or the experience of someone you know) with a brand that was introduced by an influencer. Be sure to include the brand, the product or service, and the influencer in your description.
Appraise the effectiveness of this influence in promoting the brand. For example, did they persuade you (or someone you know) toward the brand, or did they have the opposite effect?
Identify two to three benefits of influencer marketing compared to other forms of marketing.
Identify one or more risks a brand might face by collaborating with an influencer. Include a real-world example of at least one of these risks being realized.
Sample Anwer
A personal experience with influencer marketing involves my younger sister and a clothing brand called Princess Polly. She follows a fashion and lifestyle influencer named Emma Chamberlain, who has a massive following on YouTube and Instagram. My sister, who has a very similar sense of style to Emma, started seeing her wear and promote various items from Princess Polly in her "haul" videos and Instagram posts. Because Emma's aesthetic is so specific and my sister admired it so much, she was convinced that Princess Polly would have clothing she would love. She ended up buying several items and became a regular customer.
The effectiveness of this influencer's promotion was significant. The influencer, Emma Chamberlain, was not just a paid spokesperson but someone my sister genuinely admired and related to. This created a level of trust that a traditional advertisement would not have. My sister felt that if Emma liked the clothes, she probably would too. The influencer's organic integration of the brand into her content, rather than a jarring, salesy ad, made the promotion feel more authentic and persuasive. The influence led directly to a purchase and continued brand loyalty.
Compared to other forms of marketing, such as traditional television commercials or print ads, influencer marketing offers several benefits:
Authenticity and Trust: As seen in the example above, influencers often build a deep, personal connection with their audience. When they recommend a product, it feels more like a friend's suggestion than a corporate pitch. This authenticity can build trust and brand loyalty in a way that traditional ads often cannot.
Targeted Reach: Brands can be highly specific in their marketing efforts by choosing influencers whose audience matches their target demographic. For instance, a skincare brand can collaborate with a beauty influencer, ensuring their message reaches people who are already interested in that product category. This is far more targeted than a general TV ad that reaches a broad, undefined audience.
Engagement and Interaction: Influencer marketing is inherently a two-way street. Influencers can directly interact with their followers through comments, DMs, and live sessions, answering questions and addressing concerns about a product in real-time. This level of engagement is not possible with most other forms of advertising.
Despite these benefits, a brand faces several risks when collaborating with an influencer. One major risk is that the influencer's actions, whether on or off the platform, could negatively impact the brand's reputation. A real-world example of this risk being realized involves the beauty influencer Jeffree Star. In 2019, Jeffree Star was a major partner for Morphe Cosmetics, with a highly successful makeup collection collaboration. However, Star has been involved in multiple controversies, including allegations of racist behavior and bullying within the beauty community. As these controversies gained more public attention and backlash, many consumers began to boycott brands associated with him, including Morphe. In 2020, Morphe officially cut ties with Jeffree Star and his brand, Jeffree Star Cosmetics, due to the negative publicity and consumer outrage, demonstrating how a brand's reputation can be damaged by its association with a controversial influencer.